Samsonite’s ‘Kerala is Open’ ad campaign goes viral
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Samsonite’s ‘Kerala is Open’ ad campaign goes viral

Luxury luggage king Samsonite is being lauded online for its latest Indian advertising campaign, which focuses on the recovery of the Keralan tourism industry. Kerala, a sizeable state in India, was subject to devastating floods earlier this year, caused by heavy rainfall. The state’s government has had to cancel official celebrations and divert funds into rehabilitation – and although the message they are sending out is positive, many onlookers are concerned that Kerala’s massive tourism industry is set to experience difficulties in the aftermath.

Check out an ad spot for Samsonite’s ‘Kerala is Open’ campaign below:

Kerala has a booming tourism industry. Last year, it earned around $1.1 billion from foreign travelers, and $4.5 billion from domestic ones. With a yearly growth rate of 13.31%, the state is one of India’s premier tourist destinations. It includes some of the country’s most feted beaches and coastal areas, as well as numerous areas of cultural importance and various festivals and events that cater to both international and domestic tourists.

That, obviously, makes it important to Samsonite, which provides the luggage that these travelers lug around with them, as well as numerous other companies who work in related industries.

By October 4, Samsonite’s ad campaign had been viewed by 2.5 million people on social media. That’s encouraging not just for the company, but for Kerala itself, which saw billions of dollars’ worth of damage from its worst-ever flooding. According to Rani George, Kerala’s tourism secretary, the industry accounts for around 10% of the state’s GDP, and employs some 1.5 million people. She said: “it is one of the prime focus areas for the government in the post-flood revival of the economy.”


Dominion holds Samsonite in its Global Trends Luxury Fund.

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